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研究生:梁榮達
研究生(外文):Rong-Da Liang
論文名稱:超媒體電腦中介環境下消費者涉入及人機互動對特定廣告態度之影響
論文名稱(外文):The Impacts of Consumer Involvement and Consequences of Human-Computer Interaction on Attitude toward the Web Ad (Aad) in the Hypermedia Computer Mediated Environments (HCMEs)
指導教授:董維董維引用關係
指導教授(外文):Wei-Tung
學位類別:碩士
校院名稱:國立高雄第一科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2002
畢業學年度:90
語文別:中文
論文頁數:169
中文關鍵詞:超媒體電腦中介環境沈浸理論涉入程度人機互動結果特定網路廣告態度
外文關鍵詞:involvementAadHypermedia computer-mediated environmentsFlow theoryHuman-computer interaction
相關次數:
  • 被引用被引用:12
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  • 評分評分:
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:3
  面對全球資訊網的快速成長,學者呼籲需要建構一具有完整性、理論性及實務驗證性質的網路廣告架構,用以了解消費者對網路廣告的反應。在超媒體電腦中介環境(HCMEs)下所產生的人機互動行為,以現有的行銷理論及相關發現是否能應用至網路廣告上,已是學者對於HCMEs媒體特徵的研究重點之一。針對此需求,本研究探索消費者涉入及人機互動結果(CHCI)對特定網路廣告態度(Aad)的影響。本研究的研究結果能夠提供研究學者及企業人士新的思考方向及見解。本研究在學術上,填補過去在HCMEs下的人機互動行為影響Aad理論研究上不足之處。同時整合涉入程度相關文獻,對四種不同的涉入度加以分析。其次在實務上,研究結果亦可提供廠商選擇網路廣告模式決策之參考。
  本研究綜合Mackenzie and Lutz(1985)的特定廣告態度結構理論、ELM及沈浸理論的理論基礎及過去研究發現,探討媒體特徵(互動性)及涉入度對Aad所造成之可能影響。本研究提出一個試驗性架構模型及相關研究假設。模型以特定廣告態度為依變數、涉入程度及人機互動結果為自變數,網路廣告一般態度為干擾變數。本研以實驗室實驗法進行分析,配合學者推薦的網站來源名單及篩選方法,尋找適合網站。在受測者瀏覽網站後進行問卷收集,有效樣本共454位大學生。研究發現如下:
1.不同產品、廣告訊息、廣告執行涉入程度對消費者特定廣告態度形成有顯著差異;而且涉入程度愈高,對特定廣告態度愈正面。
2.不同程度的集中注意、娛樂感受、探索行為人機互動結果對消費者特定廣告態度之形成有顯著差異;而且人機互動程度愈高,對特定廣告態度愈正面。
3.不同程度的人機互動結果及涉入程度對於特定網路廣告態度(Aad)具有互動效果。
4.人機互動及涉入程度互動效果對特定廣告態度之影響,受網路廣告一般態度干擾。
  Facing the fast growing use of the World Wide Web, researchers urged the needs of thorough, theoretical, and empirical understanding of consumers’ response toward web advertising. The new characteristics of the hypermedia computer-mediated environments (HCMEs) raise the concern of how well the existing marketing theories and findings can be applied to web advertising. This research examined the impacts of consumer involvement and consequences of human-computer interaction (CHCI) on attitude toward the web ad (Aad). The research findings provide useful insights to both academicians and practitioners.
  This research adopted Elaboration Likelihood Model, Flow theory, and MacKenzie and Lutz’s 1985 Aad formation model as study paradigms. According to a literature review of advertising and human-computer interaction, this research proposed a hypothesized model its related hypotheses. The model contained two independent constructs (i.e., consumer involvement and CHCI), one dependent construct (i.e., Aad), and one mediating variable (attitude toward web advertising in general). This research used a lab experiment method. The total effective samples were 445 college students. Students first browsed a downloaded web ad by using an instruction booklet, and then they filled out questionnaires. The findings suggested:
(1)Product involvement, ad message involvement, and ad execution involvement were positively associated with Aad.
(2)CHCI such as playfulness, exploratory behavior, and focus attention were positively associated with Aad.
(3)CHCI and Involvement had the interaction effects on Aad.
(4)Attitude toward web advertising in general were found the mediating effects on the relationships between involvement and CHCI on Aad.
目錄
摘 要i
Abstractii
誌  謝iii
第一章 緒  論1
第一節 研究背景與動機1
第二節 全球網路廣告及台灣網路廣告市場現況2
一、 全球網路廣告市場現況2
二、 台灣的網路廣告市場現況分析4
三、 網路廣告特性5
第三節 研究問題6
第四節 研究目的7
第五節 研究限制8
第六節 研究流程9
第七節 論文架構9
第二章 文獻探討12
第一節 廣告態度結構理論13
第二節 特定廣告態度14
第三節 ELM思考可能模式17
第四節 涉入程度與廣告態度的相關研究19
一、 產品涉入22
二、 廣告訊息涉入及廣告執行涉入23
三、 持續涉入25
第五節 超媒體電腦虛擬環境的消費者行為:沈浸理論觀點26
第六節 人機互動的結果32
一、 認知控制34
二、 主觀經驗:娛樂36
三、 探索行為37
四、 集中注意38
第七節 網路廣告一般態度39
第三章 研究方法57
第一節 研究架構57
第二節 研究假設59
第三節 變數操作型定義62
一、 自變數操作型定義62
二、 應變數定義及操作化64
三、 干擾變數定義及操作化65
第四節 研究設計65
第五節 實驗設計67
第六節 問卷設計78
一、 涉入程度79
二、 人機互動結果80
三、 網路廣告一般態度81
四、 特定廣告態度81
第七節 實驗流程82
第四章 資料分析及研究發現86
第一節 分析方法詳述86
第二節 量表信度與效度分析89
第三節 實驗樣本的描述統計91
第四節 假設的檢定94
第五節 小結124
第五章 結論與建議126
第一節 研究結論126
一、 不同涉入程度與特定廣告態度的關係127
二、 不同人機互動程度與特定廣告態度的關係128
三、 不同涉入程度與不同人機互動程度對特定廣告態度關係130
四、 網路廣告一般態度對不同涉入程度、不同人機互動程度干擾效果132
五、 研究結論小結138
第二節 研究貢獻139
一、 學術上的貢獻139
二、 實務上的貢獻140
第三節 後續研究建議140
參考文獻141
一、 英文文獻141
二、 中文文獻153
三、 網 站156
附錄一:導引手冊157
附錄二:問卷162

圖目錄
圖1-1:研究流程圖10
圖2-1:文獻蒐集流程圖13
圖2-2:廣告態度結構模型15
圖3-1:研究架構圖58
圖3-2:實驗設計流程圖69
圖3-3:網站評估圖73
圖3-5:問卷設計流程圖78
圖3-6:訐譙龍網站功能一覽表83
圖3-7:實驗網站點選功能順序圖85
圖4-1:分析方法架構圖86

表目錄
表2-1:相關涉入定義20
表2-3:英文文獻整理42
表2-3:英文文獻整理(續)43-48
表2-4:中文文獻整理48
表2-4:中文文獻整理(續)49-56
表3-1:實驗網站設計四階段說明70
表3-2:各項評估網站來源標準71
表3-3:網站初選名單75
表3-4:最後集群名單75
表3-5:本研究評估指標76
表3-6:實驗流程五階段82
表4-1:信度分析89
表4-2:效度分析90
表4-3:樣本統計分析92
表4-4:性別與各項自變數交叉分析93
表4-5:單因子變異數主要效果95
表4-6:三因子變異數分析網路廣告一般態度*探索行為*廣告訊息涉入96
表4-7:廣告訊息涉入*探索行為單純主要效果變異數分析97
表4-8:三因子變異數分析網路廣告一般態度*探索行為*廣告執行涉入98
表4-9:二因子單純交互作用分析網路廣告一般態度*探索行為*廣告執行涉入99
表4-10:三因子變異數分析網路廣告一般態度*探索行為*持續涉入外在動機100
表4-11:三因子變異數分析網路廣告一般態度*探索行為*持續涉入內在動機101
表4-12:三因子變異數分析網路廣告一般態度*探索行為*產品涉入102
表4-13:三因子變異數分析網路廣告一般態度*認知控制*廣告訊息涉入103
表4-14:三因子變異數分析網路廣告一般態度*認知控制*廣告執行涉入104
表4-15:三因子變異數分析網路廣告一般態度*認知控制*持續涉入內在動機105
表4-16:網路廣告一般態度*認知控制*持續涉入內在動機三因子單純交互作用分析106
表4-17:網路廣告一般態度*認知控制*持續涉入內在動機下,高度網路廣告一般態度之單純單純主要效果107
表4-18:網路廣告一般態度*認知控制*持續涉入內在動機下,低度認知控制之單純單純主要效果108
表4-19:三因子變異數分析網路廣告一般態度*認知控制*產品涉入108
表4-20:三因子變異數分析網路廣告一般態度*認知控制*持續涉入外在動機109
表4-21:三因子變異數分析網路廣告一般態度*娛樂感*持續涉入內在動機110
表4-22:三因子變異數分析網路廣告一般態度*娛樂感*產品涉入111
表4-23:三因子變異數分析網路廣告一般態度*娛樂感*持續涉入外在因素112
表4-24:三因子變異數分析網路廣告一般態度*娛樂感*廣告執行涉入113
表4-25:娛樂*廣告執行涉入單純主要效果分析114
表4-26:三因子變異數分析網路廣告一般態度*娛樂感*廣告訊息涉入115
表4-27:網路廣告一般態度*娛樂感*廣告訊息涉入單純交互作用分析116
表4-28:網路廣告一般態度*娛樂感*廣告訊息涉入下,低度網路廣告一般態度之單純單純主要效果分析117
表4-29:三因子變異數分析網路廣告一般態度*集中注意*連續涉入內在動機118
表4-30:三因子變異數分析網路廣告一般態度*集中注意*產品涉入119
表4-31:三因子變異數分析網路廣告一般態度*集中注意*持續涉入外在動機120
表4-32:集中注意*持續涉入外在動機之單純主要效果分析120
表4-33:三因子變異數分析網路廣告一般態度*集中注意*廣告執行涉入121
表4-34:三因子變異數分析網路廣告一般態度*集中注意*廣告訊息涉入122
表4-35:網路廣告一般態度*集中注意*廣告訊息涉入之單純交互作用分析123
表4-36:假設檢定124
表4-36:假設檢定(續)125
表5-1:不同涉入程度與不同人機互動程度與特定廣告態度的關係130
表5-2:網路廣告一般態度對不同涉入程度、不同人機互動程度干擾效果133
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Vol.23 59-70。二、中文文獻1. 丁源宏 (2000), "不同媒介特性,廣告訴求與產品涉入度對於廣告效果影響之探討-比較平面媒體與網際網路,”國立中山大學傳播管理研究所碩士論文。2. 王孟紹 (2001), "無線應用簡短訊息服務之廣告效果研究,”國立台灣科技大學企業管理系碩士論文。3. 王美惠 (2000), "網路廣告聯播網之經營策略分析-以DoubleClick為例,”國立台灣大學商學研究所碩士論文。4. 王凱 (2001), "超媒體電腦媒介環境中消費者涉入與廣告效果研究-廣告情境與導引策略的調節影響,”國立中央大學資訊管理研究所博士論文。5. 田文良 (2001), "使用者涉入對網際網路線上服務服務品質的影響,"國立台灣大學資訊管理研究所碩士論文。6. 白明勝 (1996), ”投入程度、認知需求對廣告說服效果之影響-ELM模式之實證研究,”國立政治大學國際貿易學系碩士論文。7. 何星瑩 (1999)," 網路傳輸速度與媒體組合決定方式對網路廣告效果之影響,”國立中正大學資訊管理學系碩士論文。8. 余能豪 (2001)," 網路互動機制之研究與應用-以資訊桌面為例,”元智大學資訊傳播研究所碩士論文。9. 吳南輝 (1999),"網站廣告內容分析之研究," 國立台灣大學, 碩士論文。10. 呂允中 (1999)," 廣告網頁的視覺呈現介面與產品類別對消費者說服效果的影響,”國立成功大學企業管理學系碩士論文。11. 呂學進 (2001), " 涉入程度、購買動機與品牌權益關係之研究-以FCB模型為產品分類之實證, "中原大學碩士論文。12. 谷雅慧 (1996)," 資訊呈現方式對網路行銷效果之研究-以WWW網路購物站台為例,”中央大學資訊管理研究所碩士論文。13. 周志勳 (1998)," 網路標題廣告效果衡量與行為影響模式之探討,”國立臺灣工業技術學院管理技術究所碩士論文。14. 周湘雯 (2000)," 網路使用者對線上促銷活動態度之研究,”國立中山大學傳播管理研究所碩士論文。15. 林炅 (2001)," 動畫網頁與產品類型對消費者說服效果的影響,”國立中正大學資訊管理學系碩士論文。16. 林則育 (2001),“ 廣告效果測試之研究,”國立政治大學企業管理系碩士論文。17. 徐安良 (2001)," 企業網站使用者介面與互動模式之研究,”國立政治大學資訊管理學系碩士論文。18. 徐雍閔 (1999)," 競爭廣告與減價策略對廣告效果影響之探討-WWW媒體之實驗室研究,”國立中央大學資訊管理研究所碩士論文。19. 張若怡 (2000)," 網頁的廣告環境廣告效果之影響",私立東吳大學碩士論文。20. 張桂樺 (2000)," 動態組合式網路廣告對廣告效果的影響,” 國立中正大學資訊管理學系碩士論文。21. 許世育 (1999)," 網路廣告效果之研究,"國立台灣科技大學碩士論文。22. 許宏愉 (2001)," 網際網路涉入與網路招募內容需求關係之研究,"國立台灣科技大學企業管理系碩士論文。23. 許峻偉 (1999)," 使用者對網路廣告認知與瀏覽行為之研究,”國立台灣科技大學管理研究所資訊管理學程。24. 陳浩凱 (2000)," 訊息內容、個人特質對WWW網頁瀏覽與網站態度之影響-ELM理論之實證研究,”國立政治大學碩士論文。25. 雲志文 (2000)," 對網路廣告態度之調查研究,”國立中山大學資訊管理研究所碩士論文。26. 黃見雯 (2001),” 廣告基調與媒體內容基調一致性對廣告效果之影響─媒體內容觀賞涉入及自我概念一致性干擾效果之探討,” 元智大學管理研究所。27. 黃俊嘉 (2000)," 網路廣告互動功能對廣告效果影響之研究-以標題式廣告為例,”國立台灣科技大學管理研究所企業管理學程碩士論文。28. 黃馨台 (2000)," 廣告媒體、廣告國家與產品類型對於廣告訴求與廣告內容資訊性之影響”,國立成功大學國際企業研究所碩士論文。29. 廖哲淇 (1997)," 全球資訊網上廣告網頁結構複雜度與廣告背景對說服效果的影響,”國立中正大學資訊管理研究所碩士論文。30. 劉靜梅 (1999)" 全球資訊網(WWW)網路廣告效果衡量方式之探討,”國立台灣大學商學研究所碩士論文。31. 蔡淑如 (2000)," 新聞網站互動性功能設計與使用者感知行為之初探----以聯合新聞網為例,”國立交通大學傳播所碩士論文。32. 黎高維 (2001)," 網際網路廣告對注意力調度之影響,”長庚大學企業管理研究所碩士論文。33. 蕭志強 (1999)," 廣告網頁的視覺呈現介面與產品類別對消費者說服效果的影響,”國立中正大學資訊管理學系碩士論文。34. 賴建民 (1999),"電子郵件的網路廣告效果-以網路行銷研究法調查,”國立台灣大學商學研究所碩士論文。35. 薛適敏 (2000),"消費者選擇與放棄決策對購後行為之影響,”國立中央大學企業管理研究所。三、網 站1. FIND----Focus on Internet''s News & data , http://www.find.org.tw/0105/home_new.asp2. 天下網站, http://www.cw.com.tw/index.htm3. Emarketer, http://www.Emarketer.com/4. InternetNews.com E-Commerce News, http://www.internetnews.com/ec-news/5. Nielsen─NetRatings, http://209.249.142.22/products.asp6. Iamasia, http://www.iamasia.com/index_lr_b5.cfm7. e-Oscar網際金像獎, http://www.e-oscar.com.tw/eOscar/NewChart.asp8. 2001網際金像獎 2001 Cyber Oscar Award, http://www.cyberoscar.org.tw/9. 訐譙龍網站(CH1), www.ch1.com.tw
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